Archive for category: Planet Reynolds

This blog was originally written for and appeared on the Coleman Insights website.  Visit them here.

I love love songs. Let me control the music when we’re together, and it’s likely the ride will be with the Carpenters, Barry Manilow, Dan Fogelberg, Bread, and Ambrosia. Younger Steve might have been embarrassed to admit this. Today’s Steve owns it and will show you all the kitschy music he sings along with in the car. Which brings me to a call I had with the show I work with at WINK-FM in Fort Myers, FL.

Logan, the morning co-host, was sharing that he remained in the good graces of his wife because he had just taken her to another Air Supply show. They both adore the group. This led to a discussion of Soft Rock, which Logan knows I enjoy. Logan recommended I watch “Sometimes When We Touch”, a documentary about the history of Soft Rock and how it morphed into another of my musical passions, Yacht Rock (of which many know I am highly opinionated), on Paramount+. I watched it that night.

“Sometimes When We Touch” is shown in three parts: the reign, ruin, and resurrection of Soft Rock. It was completely engaging, fun, and a great escape.

Here’s what rang true as I smiled and sang throughout all three parts and how they pertain to radio:

• BE THE CANDY, NOT THE ENTRÉE. The entrée is serious. Candy is fun. It’s lighthearted. It’s a guilty diversion. “Sometimes When We Touch” is total candy with zero “nutritional value.” It’s not designed to make you think too hard. It’s meant to be a diversion. When I saw the Eagles recently on their MeHotel California tour, Don Henley tells the audience they’ll give us a three- hour vacation from the stresses of the real world with hit after hit we can sing along with. That’s exactly what they did. No one left in a bad mood. Be the candy, not the entrée. If you’re a music station, unless you’re compelled to cover something that dictates being serious, handle everything else with humor, mischievousness, curiosity, and fun. Be the candy. That’s the X factor of radio.
• DON’T ABANDON YOUR POSITION. Everything is cyclical. Something that may go out of fashion comes back. It inevitably happens to every brand. You may be the shiny new object one day and then competitors try and take your position. One of the best pieces of advice I got from Jon Coleman in the early years of my company was to know my position in the marketplace and to not bend wit the winds. Abandon your position and it may never come back to you. Turns out soft rock had more staying power than anyone expected, but the brand was always true to itself.
• AUTHENTICITY IS POWERFUL. Speaking of being true to oneself, there’s the enduring power of authenticity. Dan Hill tells the story in the show of how he wrote “Sometimes When We Touch”. He was dating an older woman who rejected him, and he wrote her this immensely honest love song to express his feelings. He told her his truth through his song. She said he was too sensitive. It became by far his biggest hit. After it topped the charts she wanted him back, but it was too late. Always, always, always tell the audience the truth. Great brands and talent do, and the audience knows if you aren’t.
• PROTECT YOUR IP. I knew we’d eventually get to Yacht Rock and it happened. That was the greatest point of curiosity for me. Who came up with the term? How? And why the hell didn’t they trademark it so they could become zillionaires?? J.D. Ryzer and Hunter Stair created the term “Yacht Rock” with their YouTube series of the same name. They’d surely be rich…had they trademarked it. But they didn’t, which is heartbreakingly detailed in the series. Thinking about how to protect your brand is so important. We come up with ideas that turn into morning show features or community service programs, for example. One of my processes at that point is asking, “Have we secured a service mark for it? Do we have the YouTube channel? Maybe bought the website domain?” Because if not, someone could steal our intellectual property. If you develop something unique to your brand, own it not only in execution, but own it legally.
• EARN YOUR LISTENERS’ TRUST. I posted about “Sometimes When We Touch” on Facebook because I am passionate about the music and its evolution. I wanted to share my find with my people. Jay Nachlis from Coleman and other friends in my network watched it because they trust my opinion, much like I trusted Logan’s. And then they tell their friends, who tell their friends. Isn’t that how you find new streaming TV shows? Aren’t you more apt to trust a friend’s recommendation than an ad? In radio, we worry so much about engaging with listeners tactically – but if they trust you, you have them for so much more than a promotion. Talent builds trust with the audience so when they’re endorsing a product, talking about the radio station, or doing content in their unique way, listeners who trust them will endorse you to their network of friends (aka “future listeners”). Talent = Trust. Work hard on that part of your brand.

Great brands make you feel something. Tap into “Sometimes When We Touch” for some Soft Rock inspiration.

Now, who’s ready to set sail with Captain Steve? The SS Reynolds leaves the dock promptly at 7:00pm. On board entertainment is Christopher Cross and Seals and Crofts! Night two? Michael McDonald and Kenny Loggins!

The holidays are here soon and as we approach Christmas, you might be putting together your show’s community service campaign.  It’s appropriate, it’s where listeners are, and the alignment is natural that you do something to help your community.

Listeners are stressed about life, frustrated, and looking to join a brand that does good in the community.  But I wonder:  will you raise money for a charity this year, or will you do something bigger and atypical for a cause important to you to deepen your authenticity and affirm your humanity?

Often, I’ll tune into a radio station that will beg listeners for money, which then gets turned over to a charity.  There’s nothing wrong with that.  There’s always the fear that the charity will get the big win in money, a database of your listeners who gave, and credit for the project.

What’s more impactful to build your brand is to focus on a community service image year-round that envelopes a singular cause.  That will show the heart of your talent and be more memorable than just raising money for a charity.

An example.  Six years ago, we had this conversation at Indie 88, Toronto.  The morning show said that homelessness was their cause.  At any given moment in the winter, there are 5000 homeless on the streets of Toronto.  The show went to the shelters to talk with the homeless as well as those who’ve dedicated their lives to taking care of them.  They heard stories that more deeply impacted the effort.  Our show is built around being different.  If it smacks of pro forma, we tend to back up and think about it some more. We learned that what homeless people need more than anything else is socks to prevent frostbite.

So, we developed Socks for the Souls.  In our first year, the Josie Dye Show with Carlin and Brent asked the audience to send them 10,000 pair of socks.  We got over 170,000 which were turned over to the shelters.  This year, we will collect our one-millionth pair.  Kinda cool.  Everything the show does is focused on the homeless and tends to be around socks.  The station has a concert this week.  The price of admission?  Ten pair of socks.  We even put an Amazon link on the website so listeners can, with a couple of clicks, send us socks.  For just a few dollars if they do it, listeners feel better about themselves and us, we feed a passion for the show, and we make a difference in the community.

At WINK-FM in Fort Myers, FL, their cause is animals.  So, we do “Pet Projects” year-round.  At Christmas, Logan and Sadie ask listeners to donate dog toys which are then delivered to the shelters, because we aren’t sure if Santa visits animal shelters on Christmas Eve.  Or we’re raising money to buy and train a service animal for a wounded warrior who lives in town.  Or we camp out at grocery stores, asking listeners to buy us a bag of pet food we give to the shelters so they can save that money in their budgets.  We do a similar campaign at KSLX, Phoenix with Mark and NeanderPaul’s Operation Pets and Vets.  Focused, big, different.

Every show I work with has a focused cause, important to them.

Two things to consider:  many radio stations will promote everything.  If a local charity needs promotion for an event, they’ll do it.  The thing I’ve learned is that if you do everything, all for different causes, it adds up to less than if you choose one and center everything around that.

The other item to think about is if you align with a charity, all their imagery transfers to you.  If it’s an old, tired charity, you could be perceived that way, too.  Case in point is Karson and Kennedy, MIX 104.1, Boston.  They were approached by the Marines years ago, asking them to raise toys for their Toys for Tots campaign.  We re-framed the effort to Karson and Kennedy’s 10,000 Toys for Girls and Boys.  Lots of shows do this now, but we were the first.  We made it ours, listeners responded positively, we built our own show’s images, and turned everything over to the Marines.  A win all the way around because it fed our cause:  kids.

We are targeting two groups when we do campaigns like this.  The smaller group of fans who’ll help you reach your goal and the much, much larger group who won’t, but whose perceptions you’re positively impacting so they feel even better about you.

It’s easy to do something for a local charity.  And they’ll be the big winners if you do.  But ask:  are you all about the local children’s hospital or the cause of kids?  The animal shelters or the cause of pets?  The cause of vets?  The cause of mental health?  The cause of volunteerism?  What’s important to you as a human being?  Be that.

Be focused.  Be big.  Be different.  Then, you’ll be noticed.

Also, be the beacon.  Listeners want to be around brands that show their values and do good for the community.  Light the positive path forward for listeners to feel good about their world, their community, their life, and you.  Bring them there and they will follow.

Then watch them join your brand more often and fall more deeply in love with you because you’ve shown your humanity.  Build the many dimensions of your brand through the passions of your talent.  That’s the road to epic.

Imagine a total stranger walking up to you on the street and baring their soul.  Telling you a story of great weakness and vulnerability in their life.  That would be odd, right?

But that’s exactly the kind of relationship we want with our audience. They’re total strangers to us, yet we aren’t to them.  Which is one of the key elements that makes a personality successful.

A pivot point for top talent happens incrementally as you nurture that relationship with listeners.  How?  By building trust and showing your humanity.  Trust is built with them the same way you build it with your close friends and family.  Through honesty and vulnerability.  Trust is a product of vulnerability over time.

Which brings me to the school shootings in Uvalde, Texas.  I am no longer under the belief that we can ignore these events.  They are happening in our listeners’ lives, and we must acknowledge this fact rather than run from or fear them.  But what you do solely rests on the kind of relationship you have with the audience.

Encouraged by their great managers (Brian Maloney and Sammy Simpson), Kyle, Bryan, and Sarah, WRAL-FM, Raleigh, have worked tirelessly to have this kind of relationship with their audience.  From an on-air discussion about what happened in Uvalde, they received that unexpected call from a total stranger – a local woman who was in the Columbine school shootings several years prior.  She was encouraged by her kid in the back seat to call the show as they were listening to share her experience given the on-air conversation.  More humanity and compassion.  A story that resonated with the team and proves how comfortable that total stranger was to honor her relationship with those guys by baring her soul.

Hear that call here and feel the emotional connection this show is building with its fans.

Don’t believe me?  Here’s an unsolicited text the show got from yet another listener (another stranger) that says it all:

I’m sure it’s not lost on you, but just in case, I wanted to mention this.  You three (and the station) have created such a positive/fun environment that she was able to not only listen with her kids on a regular basis but felt safe and heard enough to call in and have an open conversation without any solicitation after what she went through in ’99.  I hope you all remember that that’s a testament to the foundation you all have built over the years.

That pivot point, groomed over the long term, is one of the reasons this show has been number one in every demo for nine consecutive months.

What kind of relationship does your show have with its audience?  Is it part of your strategy to win?  How are you working on that every day?

My favorite part of coaching is watching talent epically connect the dots like this and level up.

Makes me proud to be in radio.

I worked with a show many years ago that was, to put it politely, “ratings-challenged”.  The program director and I knew the issues were rooted in relevance of content, not being local enough, and a lack of unique treatment of those content choices to stand out.  But what we do is people management so we’d regularly enroll the show’s principle players in finding a solution that would improve things.

We’d ask the talent what fixes the larger ratings issues so they could take ownership of the right path forward.  And each time we would get back the same answer:  we need better prizes.

The show didn’t last much longer.

Our long-term wins come strategically.  Where the show thought that manipulating listenership and getting contest players to come back to the program was the answer, developing images is always the smarter choice.

Have we identified the right content is the first question.  Then how we do that content to endear ourselves to the audience is the key that unlocks the door for increased engagement with fans.

This show consistently played to the two percent of game or contest players when being much more concerned with the perceptions of the other 98% just tuning in, looking to be entertained, was more important.  Where we’d preach that how we gave out whatever prize we had was the smarter putt, they stayed hyper-focused on the quality of the prize.

Who’s Wheel of Fortune really doing the show for?  Those three contestants spinning the wheel with Pat and Vanna?  Or those of us sitting on the sofa trying to figure out the puzzle, looking to win nothing?  It’s always about us, the larger group they want watching.  Go time the opening of Wheel.  From the moment the show starts until the first letter of the first puzzle is revealed (that’s when the show is about the viewer), it’s less than thirty seconds.

Think of those 98% when doing your content (contests, games, or not).  What messages are listeners walking away with about your show?  A concept I consistently talk with talent about is doing their content for the person least interested.  If those fans leave knowing how real you are; identifying with the story you just told; vicariously playing along with the game you have the prize for; understanding how different and relevant you are; laughing and having fun, then you’ll find your win.

There are tactical things every show can and should do to extend listenership.  But the truly long-lasting wins come strategically.

“We’re gonna need better prizes” solves nothing.  Coach your show to process how those you will never hear from, the other 98%, are reacting to what you’re doing.

Advocating for their win advances all efforts for your win to becoming an epic brand.

Just before Thanksgiving I had surgery.  A few weeks ago, I got together with some non-radio friends, and one asked how I was doing.  Thirty seconds into my update, the other person interrupted and proceeded to tell me, over the course of several minutes, about his last three surgeries. The focus never came back to me and my story.

Have you ever listened to a morning show where they’re talking to a guest, only for someone on the show to quickly seize the spotlight back to talk about themselves?  People being interviewed hate this and it ain’t good radio.

I think I know why this happens and will share that in a moment.

Truly great radio is a conversation the audience not only eavesdrops on, but feels they’re a part of, too.  As I share with talent, terrific breaks are dialogues, not monologues.  And it’s our job to create those dialogues.

An astute personality I work with recently asked how to protect a conversation from becoming one-sided.  The answer is simple:  be curious, ask questions.  Then listen.  Because the answers draw that person out, make them the center of attention, and their story comes to life and gives you that dialogue.

Had the person above opted to ask me questions about my surgery, my recovery, and my life around all of it, the focus would have been on me, and I might have told an interesting story about the experience that could have engaged and entertained everyone in the room.  I believe I had that story but was prevented from telling it because the other person so badly wanted to talk about himself.  Had I had that chance, he would have laughed at the name the nurse called the surgeon behind his back!

You fix this with prep, inquisitiveness, and an endless supply of questions (not statements) that make the story and its details come to life.  By being genuinely interested in the person and their subject matter.

Great storytelling lives in the twists and turns that magically appear when curious people draw them out.  The talent’s role in these interviews is to wonder a lot and wander freely around it.  That’s where awesome storytelling happens.

I don’t fault the person above for cutting me off.  I know why he did it and it wasn’t for egotistical reasons.  He was looking for connection points with my experience:  you had surgery, so did I, we have something in common.  The mistake happened when he did it, at the beginning.  His stories should have come after mine.  Then we would have had that great conversation and I could have returned the favor with all my interest in him.

There’s a terrific article a smart program director shared called What Kind of Conversationalist Are You?  It’s short but powerful and talks more about this.  Find it here and engage your great talent to be even better communicators as you continue coaching them up.

That’ll push them further down the road to becoming epic for your radio station.

PS:  My friend and 2021 CMA Country Broadcast Personality of the Year, Cody Alan, has written a book called Hear’s the Thing.  It’s all about his story and how he became one of radio and TV’s best interviewers.  Chapter 8 should be required reading by all personalities who want to be even better at the art of conversation.